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A Giant Among Women Case Analysis

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A Giant Among Women, A Case Study Analysis
Through this case study analysis, I will provide you with background information about Giant Manufacturing Co. Ltd., the key issues brought up by this dilemma, and an analysis of my recommendations on how to handle these issues. “The environment is intimidating, the service is bad, and they don’t understand my needs. Sometimes, there’s no dressing room, or it’s surrounded by men. It’s just not comfortable.” Giant Manufacturing Co. Ltd., one of the largest bicycle manufactures in the world, has set out to improve the bicycler experience for their female consumers and eliminate customer reviews like the one quoted before. The Taiwanese based company has run many retail outlets before, but none catering only to women. Tony Lo, CEO of Giant, saw how the women’s sections were secluded to small corners of the bicycle shops, and how the mostly male staff was unable to cater to their needs. Along with a limited line of bicycles and accessories for women, something had to be done to resolve the company’s female consumer’s needs. So he decided that he did not have the perspective to solve this issue and thus gave autonomous authority to his EVP and CFO, Bonnie Tu, to design a bicycle store with a comfortable environment that was specifically for women. Enter “Liv/giant” the end result of Bonnie Tu and her team that she had put together in order to open Giant’s first women’s bike store in Taipei, Taiwan. The Liv/giant store turned successfully profitable after only four months and soon many of Giant’s global sales subsidiaries wanted to mimic Bonnie Tu’s business model for the Taipei store. Tony Lo is now faced with the dilemma of whether to expand corporate operations and have Bonnie Tu manage stores globally, or to allow regional sales subsidiaries to open the stores.
There are a couple of issues that Tony and his

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